What do young Latinx listeners want? Spanish.
’s Mr. 305 label -- laid out a vision for Latin music’s future. The “perfect artist,” he toldthat year, would be “of Spanish descent but [have] the possibility of crossing over into the general market without having it be forced -- meaning, [without] having to teach them English.”
He was hardly alone in his assessment. For years, achieving success as a Latin artist often meant “crossing over” into English, and the media and marketers have long called attention to the demise of Spanish as the language of choice among U.S. Hispanics.
But today, as second- and third-generation U.S. Hispanics embrace Spanish on their own terms, the language is experiencing a resurgence across media, including music. In its August La Oportunidad Latinx report, Nielsen revealed that even though 95% of Hispanics under 18 are U.S.-born, younger Hispanics still speak Spanish at an all-time high: 71% of all Hispanics speak Spanish at home.
That likely has contributed to a greater presence of Spanish on the charts. In 2016, only four Spanish-language tracks appeared on the
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